Category: Articles

The foundational work—the unsexy, meticulous, and absolutely essential task of getting your data house in order—is what separates a successful AI strategy from a catastrophic one. As leaders, we understand that technology is a means to an end, not the end itself. The goal is to build stronger, more…

This brings us to a counter-intuitive but increasingly vital strategic pivot: the most effective customer experience might be the one the customer doesn’t remember at all. This isn’t about being unremarkable; it’s about being so seamlessly effective that the interaction becomes an invisible, frictionless extension of the customer’s intent.

In November 2024, Jaguar embarked on a significant rebrand, signaling a strategic shift towards all-electric, ultra-luxury vehicles aimed at a younger, affluent demographic. This move represented an intentional pivot, acknowledging a potential alienation of its traditional customer base. An analysis of proprietary brand intelligence data from BERA.ai offers a…

The rapid evolution of generative artificial intelligence (AI) is redefining content creation and reshaping audience perceptions of authenticity and credibility. For senior marketing and CX leaders, this technological shift presents …

What if the most powerful play in our book wasn’t a new piece of marketing technology, but a renewed commitment to the oldest form of marketing—understanding and honoring the individual story?

This article was written for MarTech by Greg Kihlström. We’re experiencing a conflict between the economic pressure to produce quick and cheap research results and the scientific demand for rigor. Hundreds, if not thousands, of lifelike personas can be generated within minutes by vendors promising strong results. But these…

This article was written by Greg Kihlström for CMSWire. In economically uncertain times, it would seem safe to assume the best way to win over customers hinges on this uncertainty. Yet, relying on price as a primary market differentiator is growing increasingly unsustainable for CPG brands. This is no…

We find ourselves in a peculiar moment. As marketing leaders, we’re bombarded with a singular, deafening message: adopt artificial intelligence (AI) or prepare for obsolescence. The exhibit halls of every conference are a sea of logos promising to revolutionize our work with artificial intelligence. The pressure is immense, and…

While organizations are quickly deploying AI features to capitalize on efficiency gains, a widening “quality gap” is emerging between the pace of AI development and the capacity to rigorously test it. This gap directly leads to costly rollbacks and diminished user value, as highlighted in the The State of…

According to the Cloudera Data Readiness Index 2026, a survey of over 1,200 IT leaders, 79% of data-backed initiatives are hindered because organizations cannot access 100% of the data needed across environments (Cloudera, 2026). This article examines the critical components of data readiness, identifies common roadblocks, and outlines strategies…